The campaign features a new LSO home on Apple Music, with an exclusive album and themed playlists tailored to new listeners
LSO Live, the London Symphony Orchestra’s pioneering record label and digital production house, has launched the Orchestra’s Shostakovich symphony cycle with Principal Guest Conductor Gianandrea Noseda. The first release is a brand-new recording of Shostakovich’s Symphony No 5 and is available exclusively on Apple Music.
The release coincides with the launch of a new home for the LSO on Apple Music, applemusic.com/lso. The hub includes the complete LSO Live catalogue, segmented into easy-to-digest categories, as well as a series of playlists which take human moods or emotions as their theme. An initial collection of six playlists – Adventure, Mystery, Passion, Transcendence, Vigour and Wonder – features the LSO’s music and is curated with classical music discovery in mind.
To mark the launch, London’s rail and underground networks are coming alive with a campaign by the creative agency Superunion. The campaign, on behalf of the LSO, includes collaborations between the digital artist Tobias Gremmler and the motion studio Mainframe, and the images capture the emotional power of the LSO’s performance through colour, texture and motion. The striking campaign visuals were created using motion capture data based on Sir Simon Rattle’s movements while conducting. This innovative work won Superunion a Bronze Cannes Lions award at last week’s ceremony in France.
The campaign will appear at over 300 sites throughout central London, including all mainline railway stations and several major tube stations. In addition to this, the LSO is launching a worldwide digital campaign with ads and stories across social media and websites that will reach audiences all over the world.
The launch of applemusic.com/lso comes as the LSO has embarked on a seven-city tour throughout China led by conductor, Gianandrea Noseda, with pianist, Yefim Bronfman. As part of this, the LSO has become the first British orchestra to launch on WeChat and Weibo, the leading Chinese social networks.
This is the largest campaign launched by the London Symphony Orchestra to date.